Any extra effort I have to expend to understand your thing within the first five minutes of seeing your webpage means I get closer to closing the tab and never

Any extra effort I have to expend to understand your thing within the first five minutes of seeing your webpage means I get closer to closing the tab and never looking at it again. I'm capable of following extremely dense developer-oriented information, but I won't do so without an extremely good reason. I'd much rather speedread through a paragraph of information that had some effort put into making it legible.